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In Britain, RRP is an acronym for recommended retail price. The North American equivalent is MSRP, for manufacturer's suggested retail price. Both are often shortened to just retail price or sometimes list price, and indicate the nominal price a manufacturer or distributor thinks a product should be sold for.

Much of the time, stores charge less than this price, however this depends upon the actual wholesale cost of each item, usually purchased in bulk from the manufacturer, or in smaller quantities through a distributor.

Manipulation of retail price is common in the U.S., where companies often inflate these numbers, then give greater supposed "discounts" to create false "value". This is especially common at retail chains which act as their own distributors and outsource manufacturing, thereby allowing them to set their own retail prices.

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